Museum marketing and strategy designing missions, building audiences, generating revenue and resources - Kotler, Neil G. 1941-; Kotler, Philip; Kotler, Wendy I. 1947- (San Francisco,CA Jossey-Bass, 2008)
Rev. ed. of: Museum strategy and marketing. c1998.
Includes bibliographical references and index.
Keywords: Museums -- Planning; Museums -- Marketing; Museum attendance; Museum finance